American-born nappy brand Huggies has entered the Australian babywear market in partnership with local soft goods manufacturer Caprice Australia.
The range includes long and short-sleeve bodysuits, rompers, coveralls, bodysuit and pant sets, three-piece sets, leggings, beanie and mitten sets and bibs, and is now being sold exclusively through Big W online and through all stores.
“We are incredibly excited to partner with Caprice Australia, which has produced this beautiful range of Huggies Babywear for Australian families,” Huggies personal care marketing director Gabrielle Davidson said.
“We understand the unique needs of parents and babies and are excited to expand our brand into the clothing arena with this range of high-quality, comfortable, and stylish clothing for babies and toddlers.”
Caprice Australia CEO Paul Cannon welcomed the partnership with Huggies.
“The Huggies Babywear collection perfectly complements our commitment to offering Australian families the best products for their little ones,” he said.
Caprice Australia was established in 1959 as a family-owned business, becoming the first manufacturer to produce continuous sheer curtain fabric. Through acquisitions and internal expansion, Caprice has grown into a multi-category business across generic, licensed and branded products, covering areas such as home, lifestyle and apparel.
The company also owns and manages Australian-born fashion label Mambo and manchester brand Dri-Glo.
Some of its key partnerships include licensors such as Disney, Marvel, Star Wars, Warner Brothers and Nickelodeon.
Alongside a local team managing design, compliance, production and sales, Caprice Australia also operates an office in China that oversees the manufacturing of its products.